Pengaruh Faktor Psikologis Terhadap Keputusan Konsumen Dalam Membeli Produk Samsung Galaxy (Studi Kasus pada Masyarakat di Daerah Kota Palembang)

Sitohang, Devry Hasudungan (2014) Pengaruh Faktor Psikologis Terhadap Keputusan Konsumen Dalam Membeli Produk Samsung Galaxy (Studi Kasus pada Masyarakat di Daerah Kota Palembang). Other thesis, Sekolah Tinggi Ilmu Ekonomi Musi.

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Abstract

This study aims to determine the psychological factors that influence the purchase decisions of Samsung Galaxy products consisting of factors Motivation, Perception, Learning and Attitudes and Beliefs , in this study took a sample of 100 people by using purposive sampling technique is to set a certain criteria in determining the sample and convenience sampling is to select a sample based on convenience. The method used is descriptive research methods, data analysis techniques used are validity, reliability test, normality test and regression test. From the obtained data collection techniques that the research motivation variable does not affect the decision to buy the Samsung Galaxy products, while variable perception, learning, and attitudes and beliefs simultaneously affect the decision to buy a product people purchase the Samsung Galaxy. In partial perception and learning influence significantly while the motivation variable does not significantly influence the purchase decision of the people to buy the Samsung Galaxy products. Among the motivation, perception, learning, and attitudes and beliefs, the dominant variable in the consumer's decision to buy the Samsung Galaxy products are attitudes and beliefs.

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